A study on community media has highlighted the importance of addressing governance and compliance challenges, to strengthen the foundation and enhance public trust in community media and small commercial media.
The Research and Development of a Sustainability Model for Community and Small Commercial Media (CSCM), conducted by the Media Development and Diversity Agency (MDDA), has shown that the majority of CSCM organisations – 74% – are partially sustainable.
The study highlighted that while they have access to some of the necessary skills, including resources and financial capacity to be self-sustainable, some CSCM are currently facing challenges, including a lack of financial resources, effective governance structures, an enabling environment and skills, being among the main challenges facing the media organisations.
According to the study which was launched in Johannesburg on Tuesday, a lack of finances was as a result of various factors including difficulty in attracting advertisers, which the study r
aised as a concern, given that most organisations within the CSMC sector rely on advertising revenue.
‘It was found that private sector advertisers are reluctant to advertise with CSCM organisations due to the perception that the organisations are unstable and unprofessional, in addition to these organisations having limited audience reach which is seen to limit the potential exposure of the advertiser’s product to target audiences.
‘The challenge in attracting advertisers also extended to government advertising, with representatives from CSCM organisations, as well as representatives from the MDDA, noting that local government appeared to be reluctant to advertise with CSCM platforms,’ the study found.
Responding to the findings, MDDA Board Member, Hoosain Karjiekar, emphasised that governance was essential for community media to be sustainable, as it provides the structure and processes that ensure accountability, transparency and ethical management.
However, Karjiekar noted that many community media ou
tlets are often operating with limited resources, struggle with governance due to skill gaps, unclear policies, or competing responsibilities.
Karjiekar emphasised the importance for community media sector bodies and leadership of the media institutions to commit to promoting strong governance practices and streamlining compliance requirements.
‘Training for board members and community media leaders in ethical leadership, strategic decision-making, and resource management can go a long way. Strong governance not only improves operations but builds trust with the community, which is essential for long-term support.
‘Many community media outlets are also constrained by complex compliance standards that can seem overwhelming. Regulatory frameworks must adapt to the realities of community media, acknowledging their smaller operational capacities while still promoting transparency. Simplified compliance pathways can help these organisations adhere to important standards without stifling their work,’ Karjiekar s
aid.
Enhancing revenue generation for financial sustainability
On financial sustainability, which was one of the biggest hurdles facing the community media, Karjiekar said that to fulfil their mission in the longterm CSCM need diversified revenue streams beyond traditional advertising, ‘which may not always be viable’.
‘As the Community Media Sustainability Research Report proposes; community media must explore some of the strategies [including] building partnerships and community sponsorships, leveraging grant funding and crowdfunding, implementing membership programs, [and] hosting community events and workshops,’ he said.
He reiterated that ensuring community media sustainability meant fortifying the communities, supporting democracy, and safeguarding voices that might otherwise go unheard.
‘Through improved governance, adaptive compliance, and creative revenue strategies, community media can not only survive but thrive, continuing to champion the stories, struggles and successes of the communities th
ey serve,’ Karjiekar said.
The study launch coincided with the month that marks the anniversary of Black Wednesday on 19 October 1977, when the apartheid regime silenced critical voices for the marginalised by banning influential newspapers The World and Weekend World.
Source: South African Government News Agency